Since 2015, I help entrepreneurs, marketing professionals and marketing consultancies to support marketing strategy. Cristhian (owner) has developed the marketing generators to simplify marketing strategy.

The marketing generators are for those who are responsible for the strategy for the company. It provides tools for the development of marketing strategy.

Cristhian Almora

Marketing articles

  • MaBa analysis
    MaBa analysis is a strategic product portfolio analysis for your organization’s products or services. Every organization is supposed to make trade-offs for products or services that sell well or sell poorly.
  • Value Chain Model
    The value of Porter consisting of primary and supported activities. The Porter value chain is discussed per part to provide more insight into which parts you can adjust for your organization. When you have determined a strategy , it is time to start implementing it.
  • Value Disciplines
    The Treacy and Wiersema model was created by Michael Treacy and Fred Wiersema. They helped and advised organizations in determining or improving their strategy. The value strategy model has been drawn up to determine the correct strategy for each organization.
  • Strategic Group Map
    The strategic group map provides insight into the largest competitors with the corresponding strategy . These competitors are divided into strategic groups . This article explains which quadrants the organization can be in.
  • 4Ps of marketing
    The SIVA model and the 4 P’s marketing mix are models that have been introduced to analyze the target group. After all, customers are the raison d’être for your company. In this article I answer 4 questions whether you should use the SIVA model or the 4 P’s marketing mix.
  • SAF framework strategy
    The SAF framework strategy ensures the application of a strategy determination for your organization. You weigh the options from the confrontation on the basis of criteria of the SAF framework strategy. To choose a competitive strategy from this position that you can use for your organization.
  • STP process
    With the STP process create a market segmentation for your new product or service. The STP process has 3 elements to realize the segmentation.
  • Sales Funnel
    The sales funnel is an important sales tool. The sales funnel analysis is a funnel that guides future customers through the sales process. The market consists of players who are shown in the sales factory. The sales funnel leads to profit and is a good addition to your product or service.
  • Product Lifecycle
    The product lifecycle (PLC) is known to provide an indication of the lifetime of the PMCs, which means that the line indicates the position of your product or service. In this article I give 4 questions how to use the PLC.
  • Kraljic Matrix
    The Kraljic matrix is based on two dimensions. The vulnerability of the supply (delivery risk) and the financial result of the company (profit). The Kraljic matrix distinguishes between four quadrants to determine which items can be ordered and which no longer need to be ordered.
  • Customer Pyramid
    The Customer Pyramid is used to segment and analyze customers in a customer portfolio. The company can adjust its strategy policy by means of the results of this pyramid. In this article I explain which variables there are and how you can apply them for your organizational policy.
  • Gantt Chart
    The Gantt Chart stands for visualizing the planning and progress. With this marketing planning model, involved parties are instructed on the marketing planning to be carried out.
  • Confrontation matrix
    The confrontation matrix is ​​a matrix that shows (visually) how the organization and the market come together. It shows organizations which opportunities are feasible and which threats are in the way or can be tackled. A must for every entrepreneur to map this out.
  • Porter’s Generic Strategies
    According Porter’s Generic Strategies there are several strategies organizations can employ to create added value and distinctiveness from their competitors. Porter’s competitive strategy is useful in formulating a company’s competitive strategy.
  • Competitive approach Kotler
    Competitve approuch of Kotler has several ways to make it difficult for your competitor. For example, Kotler has developed different types of models for marketing. The questions below provide insight into whether you need the model for your research.
  • BCG Matrix
    Making a BCG Matrix is not complicated. You often need an example to get started. The BCG matrix is ​​a product portfolio for the organization. With the right variables, the BCG Matrix can be a good tool for investing in products or services. You can also consider which will yield nothing and then divest them from your portfolio.
  • Ansoff Matrix
    The Ansoff matrix makes it possible for marketers to determine growth on the basis of four quadrants. These quadrants are also called product / market combinations (PMCs) .
  • Abell Hammond Model
    The Abell model is made in two moments. The first analysis (Current Activities – Business Scope ) maps out the current situation to gain insight into the existing markets. In the second analysis (Entire market – Business Domain ) you analyze the markets in which the company is not yet active.
  • Mckinsey 7s Model
    The McKinsey 7s Modelis used to map the organization. The internal analysis model identifies the weaknesses and strengths of the company. This article will discuss how the 7s Model McKinsey is applied and what variables are used.
  • Customer Analysis (6ws)
    The customer analysis which (potential customers) organizational charting. To make the customer analysis, you analyze Ferrel’s w’s using four questions. At the end of this article I will indicate which steps you can take to develop a marketing strategy based on your customer analysis.
  • Porter’s five forces
    The five forces model of Porter is an analysis to determine the market pressure in the meso analysis. This is not a competitive analysis model, but a meso environmental analysis (industry analysis) for your marketing plan. The pressure in the market ultimately determines whether you will enter this market. This article explains the variables with which this is analyzed.

Marketing terms

  • What is a Unique Selling Proposition?
    A USP (Unique Selling Point) is a unique advantage of your product or service. The advantage sets you apart from the competition.
  • What is a Strategy?
    A strategy is chosen by an organization. The chosen course is aimed at achieving the objectives it has formulated. It takes into account the long-term coordination between the own organization and the external environment.
  • What is a SWOT analysis
    The SWOT analysis ( Strength-weakness analysis) is part of the external analysis.
  • What are strategic options?
    A strategic option is an opportunity for an organization to achieve improved or new competitive advantage through better or new value creation based on a link between developments taking place in its environment and its available resources and skills.
  • What are Strategic issues?
    Strategic issues are the points of attention in which external developments and internal resources strengthen or weaken each other. Below you will find a list of models for your issues.
  • What are Strategic groups?
    Strategic groups are companies that use similar strategies within an industry. As a result, clusters of companies emerge that compete on the same strategic characteristics in the market.
  • What is a Strategic marketing plan?
    A long-term strategic marketing plan is a method of executing a plan for a period of 5 years. In this report you determine the competition and what percentage of the market you want to control.
  • What is a Strategic marketing management?
    Strategic marketing management is concerned with the process of identifying and defining. Delivering customer value by asking the question which positions the organizations want to occupy in which markets and with what means, at what times in the long term they want to do that and in what way.
  • What is a Segment?
    A segment is a group of customers that share common characteristics (such as similar needs, behavior or socio-demographic characteristics) and respond more or less the same to providers’ marketing efforts.
  • What is a Product portfolio?
    A product portfolio is a representation of the products of the organization (or strategic business unit) in a relative business position and market attractiveness. Below you will find a list of models for your portfolio. Click on a term to read the explanation.
  • What is a Product development?
    A product development is the process that a product goes through before it appears on the market. It is a new product or service in an existing market. The requirements of the market are converted into product specifications for the customers. Product development often involves product modification, improvement or innovation.
  • What is a Combination Product?
    A product market combination (PMC) is a unique combination of a product for a specific group of customers. In order to achieve a product market combination, a demarcation for the product is necessary.
  • What is Operational marketing?
    Operational marketing is concerned with the way in which customers can be offered sustainable value. These are superior and distinctive in the perception of customers. This value can be tied by competitors and alternative providers.
  • What is the PESTLE?
    Environmental factors are external factors over which you have no influence. It is part of the macro environment in a marketing plan.
  • What is a Meso level?
    The factors of the meso analysis / meso environment revolve around indirect factors that can respond to the environment.
  • What is a market segmentation?
    Market segmentation is the division of customers into the market for a company. These customers are divided into segments. Each segment is also viewed as a group of people. This group of people (group of consumers) have common characteristics.
  • What is a market orientation?
    Market orientation is the extent to which an organization has implemented the marketing concept, as evidenced by standards and values ​​that prioritize the importance of delivering customer value and the systematic use of current information about customer groups and competitors in decisions.
  • What is a market strategic?
    Marketing strategy is a good fit between market and organization and then approaches the target group with the 4Ps Marketing .
  • What is Marketing mix?
    The marketing mix is the set of tactical marketing tools that can be used to formulate a coherent set of marketing activities, aimed at delivering customer value in line with the value proposition.
  • What are Marketing objectives?
    A marketing objective is the result or goal you want to achieve. This is expressed in time or in percentages.
  • What is a Marketing department
    A marketing department is an organizational unit with employees who perform official marketing tasks in an organization.
  • What is a Macro level?
    The macro analysis (environment) is the environment over which the company has no influence. The macro analysis consists of opportunities and threats that arise from the landscape in which it operates.
  • What are client profiles?
    A customer profile is a description of the characteristics of a customer. These characteristics are specific and relevant for communication with the customer.
  • What are internal analysis?
    An internal analysis is an examination of the strengths and weaknesses of the organization based on a thorough understanding of the organization’s resource profile. The aim is to gain insight into the (potential) distinctive resources of the organization that form the basis for its unique value propositions for customers and competitive advantage in the market.
  • What are external analysis?
    The external analysis is an investigation into developments in the environment of the organization with the aim of gaining insight into the current and future success factors of the market, as well as into its own position in the market.
  • What is a experience marketing?
    Experience marketing is a marketing technique to release ’emotion’ from the consumer.
  • What is the Customer intimacy?
    Customer intimacy is the literal translation of customer partnership. It stands for developing, building and maintaining the relationship.
  • What are business processes?
    Business processes are an organization of activities to deliver a product or service with added value for the customer. It is a chain of activities that are linked and controlled by decisions.
  • What is the ABCD Model?
    The  ABCD model is part of the external analysis at meso level.